Marketing provides mass outreach. Sales builds relationships.
Many members of the business center category have a love-hate relationship with commercial real estate brokers. But, the fact is, right now they still own mindshare of most prospects who are looking for office space. Creating a killer broker communication program can really help to optimize your ROI from marketing. Here are some tips to consider when crafting your plan:
The role of sales and marketing
Sales and marketing must work hand-in-hand on this effort. Marketing’s job is to reach out to every single broker in “town” two to three times a month – every month – without fail. The role of the salesperson / team is to build relationships. Sales should identify the top 10-20% of brokers in town (you define “top” for your market) and foster a personal relationship with each. The process of building relationships takes time. Often, Sales can’t reach out to every broker, every month. That is why marketing communication is critical to keep the business center top of mind.